Available in stores and online now, the Rainforest Hair Care collection utilizes pracaxi oil instead of silicone, which comes from the seeds of a tree that grows organically in the Amazonian rainforest. The Body Shop claims the lightweight oil doesn't build-up on hair, and is 100% natural, bio-degradable, organic and non-irritating.

Community trade ingredients like organic olive oil from Italy, nut oil from Peru and honey from Ethiopa are also added to the products. What's not added are all the controversial ingredients of today: silicones, sulphates, parabens and colourants.

And The Body Shop isn't just aiming to beautify your locks; they're also looking to beautify the wild. The brand just purchased a section of the Brazilian Atlantic rainforest that is approximately 80 kilometers northeast of Rio de Janeiro, where more than 20,000 plant species and a host of endangered animals -- including the woolly spider monkey -- will now be protected from human harm.

"The bottles are made with post-consumer recyclable material, and all the ingredients in the haircare line break down in water, so you don't have to worry about environmental effects," says Sheikina Liverpool, a publicist for The Body Shop.

When we attended the launch event at New York's Ion Studio -- a "green" salon that runs on wind power and works everyday to lower its carbon footprint -- we had the opportunity to sample the Rainforest Moisture line first-hand, which is one of four lines that also include Shine, Radiance and Balance.

The Body Shop Rainforest Hair Care shampoos.Courtesy photo

Made with community trade honey and manketti nut oil that is grown in hot climates, the Moisture Shampoo and deep-conditioning Hair Butter left our locks bouncy and soft, and so delectably scented that a dinner date later that night said, "Your hair smells delicious."

(Because as you know, it's impossible to have dinner by yourself after getting a blowout.)

Other highlights from the event included a relaxing hair wash at the sink in a circular wood-like chair that was made of recyclable materials. "It's kind of like a trust fall," said stylist assistant Christopher Marrero as he lowered us backwards, and we kept our necks straight as instructed -- white knuckles and all.

Part-owner Leonardo Manetti says the most challenging thing about running an eco-salon stems from a commonly requested service.

The Body Shop Rainforest Hair Care Radiance range. Courtesy photo

"Finding eco-color products is difficult. If you use true 'green' color, it doesn't deliver the results that clients want, and I would never want to disappoint," Manetti told StyleList. "So we do use some of the traditional chemicals like bleach for color, but we compensate by lowering our eco-footprint in other areas. I'm trying to work with my landlord on getting a water purification system in here next."